Type Tasting is an innovative type studio founded by Sarah Hyndman that delivers unique and entertaining events, talks and typography workshops. From newcomers to experts, audiences learn to communicate better and understand the psychology of type, through interactive and revelatory experiences with all of the senses. Our mission is to inspire everyone to find fonts fun and exciting.

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Channel 4’s Sunday Brunch features history and fashion in type with Sarah Hyndman

Sarah Hyndman interviewed on Sunday Brunch on April 9th 2017, this is available here on catchup TV in the UK (the interview starts at around 01:10). This is an overview of the conversation that covered 550 years of type in eight and a half minutes, with a few supporting facts added in.

The production team and graphics department at Princess Productions sourced and created most of the examples, we all had a lot of fun because they were excited about the segment. Presenter Simon is also a very big type fan and had his copy of the book stashed in his bag to take home with him.

Tim:Welcome back to Sunday Brunch live. We’re here with graphic designer and author Sarah Hyndman. You’re going to teach us a little about the history of typography, what is it first of all?

Typography is written language made from preformed letters that can be repeated over and over. During the centuries many shapes and styles of the letters have been designed, all of which have absorbed their own set of associations or meanings. We might think that we don’t notice these meanings, but we do because reading is a complex task performed by our non-conscious (like driving or walking), and as a result the type communicates directly with our non-conscious brain.

Looking at type in context is like code breaking. The shapes and styles appear in all aspects of our everyday lives and form a mirror for social history and cultural change. Looking at the typefaces gives you many clues about historical context, origins and genres.

Simon: I like the word typeface better than font, what’s the difference?

A typeface is the design, like Helvetica. A font is the physical form of a typeface—this could be the metal type we print with, or the digital file on your computer. However, the terms are used fairly interchangeably outside the professional world of graphic design and typography.

Tim: You’re now going to take us through the history of a few well-known fonts. First we’re going to look at this gothic font, when was this first used?

Printing first came to Europe in the 1400s and at the time, like many new technologies, it copied the format of the existing technology—in this case hand-written books. Books were huge and prestigious artefacts, carefully hand written by monks and scribes in ornate and calligraphy style that we know as gothic or Blackletter.

I was delighted to be invited on to Channel 4’s Sunday Brunch yesterday (Sunday 7th February) to talk about my new book Why Fonts Matter and play some classic Type Tasting games. It was a fast-paced and fun 9 minutes. The aim had been to show that typography can be fun and accessible; that it doesn’t always have to be an intellectual discussion, and from the feedback on Twitter we achieved this. I demonstrated how type tells us how expensive or calorific a product might be. I talked about Simon choosing a typeface for his restaurant menus to convey that the chef is skilful (and discovered that he has an aversion to italics). We had a quick look at the Type Dating Game, before Tim and Simon both chose a typeface card and read out their own personality analysis. We ended with font sniffing: pairing the smells to the shapes of typefaces, and I explained why most people give very similar answers.